A simple test of how much an e-commerce website actually cares about the buyer experience – does replying to the order confirmed/update emails go to a “no reply” email or to a “customer service” email that will answer your question?
Amazon can’t choose the customer service option at their scale. So, it is a great way to differentiate yourself if you are an up-and-coming/niche e-commerce site.
It isn’t easy. But what is?
More than anything, it shows a desire to create a great customer experience. And that is as good an indicator as any of the quality of the strategy of an e-commerce/retail operation.